MKTG 352 - Direct Marketing

3 Credits

(Fall only)
Prerequisite(s): MKTG 231. The direct marketing course covers all major direct marketing media: direct mail, broadcast, print advertising, catalogs, co-ops, telemarketing, and the use of different internet platforms in direct marketing such as e-mail, paid search and social networking. Students will learn how online databases can be accessed for direct marketing purposes. Students will have hands on practice importing and exporting data, merging and purging (duplicate) records using Access and learn basic concepts and challenges with data hygiene and unique identifiers. The measurability and accountability of direct marketing and its relationship to segmentation-targeting & positioning and the 4P’s is stressed including excel based direct marketing math such as return on promotion calculations and setting up statistically valid tests.